It's Beefier!

It’s not a rebrand — it’s a refresh. And there’s a difference. JKR and Walmart didn’t burn it all down; they took what worked — the yellow "spark", the Walmart blue — and made it sharper, smarter, and built for a digital-first world. A bolder spark that doesn’t vanish at small sizes. A tighter wordmark that forces your attention. A system that flexes without breaking. They didn’t reinvent the wheel; they just engineered the outdated bits.

And while the internet might say, “They barely changed anything!” — that’s exactly the point. A good refresh doesn’t shout; it quietly reminds you why you cared in the first place.

Love how they've evolved the iconic spark (or as I like to call it the "sun") into something more intentional. They've intelligently separated the wordmark and symbol for better digital flexibility, and the whole system feels like it has real thought muscle behind it. Not just a facelift — this is Walmart positioning itself as a digital-first omnichannel powerhouse, right up there next to Amazon.

They really read the room here. The refresh acknowledges the shift to digital-first shopping while keeping that approachable, everyday Walmart feeling. The introduction of merch-friendly design elements (like that trucker hat callback to Sam Walton) shows they understand modern retail needs to work both online and IRL.

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Solid progression without throwing away the heritage. The changes are subtle but meaningful — beefier spark symbol, tighter typography, more digital-friendly color palette. It's not revolutionary, but it didn't need to be. This is about refinement over reinvention.

JKR knocked it out of the park with the execution. The custom typography is crisp, the spark symbol scales beautifully, and the color system is thoughtfully considered for both digital and physical applications. Every touchpoint feels considered and well-crafted.

Let's be real — there's nothing groundbreaking here, but that's okay. The value is in the strategic evolution rather than trying to reinvent the wheel. They've made smart, practical improvements while respecting the equity they've built.

Perfect alignment with who Walmart is and where they're headed. The refresh maintains their accessible, everyday American retail heritage while modernizing for their digital future. It's still unmistakably Walmart, just better equipped for modern retail.

Smart choices here that should age well. The simplified elements, considered typography, and flexible system feel built to last. It's modern without being trendy, which is exactly what you want for a brand of this scale.